Vodafone is a multinational telecommunications company, headquartered in the UK, with thousands of employees and millions of customers across the globe. As they sought to activate advocates around the business, they began looking for ways to empower their employees to share company content on social media. After conducting an internal survey, they discovered that the majority of employees wanted to share more about the company on social media, but were uncertain about what content they could share and what was acceptable to broadcast on social media. The External Communications team at Vodafone UK needed a solution that would allow them to provide employees with a single destination where they could access and share company news and content. In 18 months, their program has expanded to almost 2,000 employees, who have shared over 50,000 pieces of content, driving over 30,000,000 impressions for the company. Kimberley Harcombe and Emma Cook from Vodafone explore topics such as: • What you need to know to launch an employee advocacy program • How to identify, activate and mentor employee advocates • What it takes to sustain program engagement to ensure long-term growth • How to measure success and evolve your program over time

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A QUICK QUESTION FOR YOU:
How many of your employees do
you estimate are aware of your
company’s social media policy?

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Why Company Communications And
Employee Advocacy Matter Now More Than Ever

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The Problem Facing Today’s Global Enterprises
Technology has changed the way we
communicate, internally and externally
When companies communicate with employees in a way that
mirrors how we all interact in our everyday lives, employees
will do the same when they engage with customers.
MOBILE SOCIAL LOCAL VIDEO

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Why Companies Must Evolve
Companies that transform the way they communicate will
have more connected and informed employees.
Those that fail to adapt to a modern method of communications face a
disconnected workforce, struggling to engage consumers. This costs the
company time and money.
74% of employees feel that they're missing out
on company information and news. (Gallup)

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What inspired Vodafone to create and
launch an employee advocacy program?

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Empower Employees to Advocate for the Brand
Vodafone’s social team surveyed employees to discover:
• How many employees were familiar with the social media policy
• How employees felt about sharing about the brand on social media
The social media survey results showed that:
• Employees weren’t sure what information they could & couldn’t share online
• Employees were willing to share Vodafone-related content, if it was easy to do so

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What are some of the successes
that you’ve seen so far?

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Vodafone Employees Driving Thousands of Social Shares
In Just 18 Months Since Launch:
Has generated over
34M IMPRESSIONS
Audiences have responded with over
33K REACTIONS
Employees have shared over
50K PIECES
OF CONTENT
Program has expanded to
1,600+ EMPLOYEES
Equivalent value driven equals over
£340,000 IN MEDIA SPEND
in the last 10 months

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A QUICK QUESTION FOR YOU:
How often do you personally share branded
company content on social media?

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How did you design your program
to achieve these results?

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Start By Outlining Employee Advocacy Goals & Objectives
IDENTIFY & NURTURE
our own employee advocates
Vodafone’s initial objectives were to:
REDUCE UNCERTAINTY
around expected
social media behaviors
MAKE IT EASIER
for employees to share brand
content on social
INCREASE
Employee Net
Promoter Score (ENPS)

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How did Vodafone find and activate
their employee advocates?

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Activating Thousands of Employees to Share on Social
o Promote the programme internally via email, the
intranet, company all hands, face to face meetings
o Recruit programme ambassadors in each area of the
business to drive awareness across the company
o Include programme info in social media new employee
induction session for all new office based employees
o Introduce Single Sign On to make signing up an easy
and seamless experience

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How did you structure your
employee advocacy program?

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Collaborate Across Teams to Ensure Success
TACTICS
STRATEGY
COLLABORATION
Identify who will
manage and lead the
program’s day-to-day
activities
Prioritize strategies &
tasks that support the
program objectives
Designate responsibilities
across the team, such as:
• Managing content
• Recruiting & training employees
• Sharing data analytics & insights
• Driving program awareness
internally
• Communication with employees

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How have you driven programme
engagement over time?

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Inspiring Employees to Participate in Employee Advocacy
RECOGNIZE
AND REWARD
employees with
monthly prizes to
motivate them to
share
ENGAGE
EMPLOYEES
within the community
so they know their
voice matters
EMPOWER
program
ambassadors to help
drive engagement
on their teams
CREATE FOCUS
GROUPS
across all areas of
the business to get
regular feedback
SURVEY
your users
regularly to stay
up-to-date on
their experience

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Inspiring Employees to Engage with the Programme
o Deliver relevant content employees will enjoy
o Make it easy for them to read and share stories on desktop and mobile
o Provide clear guidelines to ensure employees feel safe sharing content
o Incentivize employees to share content on social media through monthly prize
giveaways where anyone who engages has a chance to win
o Encourage engagement through recognizing high achievers with leaderboards
o Encourage employees to download the app and update them about new features
o Send monthly updates to all users letting them know how they’ve been doing
o Encourage employees to submit interesting content for their coworkers to discover
o Survey users to determine health of programme and listen to feedback

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What feedback have employees
given about the program?

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Vodafone’s Employees Weigh in on Employee Advocacy
8.1
8.0
8.4
Likelihood they would recommend
Go Social! to a colleague
How they would rate the
onboarding experience
How many employees
use the mobile app
54%
How they would rate the
communications they received
How employees rated the
program on a scale of 1-10

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What Employees Say About Go Social!
“I think the concept is
great and it really does
work well for people who
use social media a lot”
“The app makes it easy
to post business focused
stories on LinkedIn and
people focused stories
on Facebook.
It is brilliant!”
“It makes my daily
social media content
out to my contacts
and customers simple
and quick - this is
excellent!”
“Go Social! has such a
great app which enables
me to know the up to
date news about
Vodafone and share it
with my friends”

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